Opinion Leaders:TWO STEP FLOW THEORY

Lilly & Tom

What are opinion leaders?• Opinion leadership is leadership by an active media user and who interprets the

meaning of media messages or content for lower-end media users.• They are individuals who obtain more media coverage than others and are

especially educated on a certain issue. They seek the acceptance of others and are especially motivated to enhance their social status.

Why are they important to us?Our secondary audience is opinion leaders due to their intelligence and influential impact on lower-end less educated media users. As we are targeting teenagers, it is likely they will not be fully aware or educated enough to completely understand the seriousness of the topic of CYBERBULLYING. Therefore targeting opinion leaders increases the chance the message will reach the audience as opinion leaders can voice the topic onto teenagers as the two step flow theory suggests lower-end media users accept opinion leaders opinions.

What is the two step flow of communication theory?

Two steps:1. FIRST – Opinion leaders gather information

from a media source.2. SECOND – Opinion leaders then pass the

information on, along with their own interpretation and general knowledge down to lower-end media users.

Characteristics of opinion leaders:

• Intelligent• Informative• Influential• Hardworking• Pay close attention to

mass media and their messages

• Good work ethic• Thirst for knowledge• Aware

The ‘Influentials’

• Want to be informed• Look up to opinion

leaders• Not really informed by

the media